Open AccessSwitching stories: user testimonials on juul.com continue to contradict JUUL’s switch ≠ cessation narrative
Author(s) -
Joanne Patterson,
Devin T. LaPolt,
Alexis R Miranda,
Patricia J. Zettler,
Micah L. Berman,
Megan E. Roberts,
Brittney KellerHamilton,
Amy K. Ferketich
Publication year - 2020
Publication title -
tobacco control
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.715
H-Index - 122
eISSN - 1468-3318
pISSN - 0964-4563
DOI - 10.1136/tobaccocontrol-2020-055816
Subject(s) - narrative , smoking cessation , advertising , business , psychology , medicine , art , literature , pathology
In January 2019, electronic nicotine delivery systems (ENDS) market leader Juul Labs (JUUL) launched an advertising campaign encouraging adult smokers to 'make the switch' from combustible cigarettes to JUUL. Our primary aim was to describe consumer perceptions of JUUL as communicated by members of JUUL's online social community via testimonials promoted on JUUL's website.